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Yahoo buys fashion website Polyvore

07/31/2015 | 06:25pm US/Eastern

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(Reuters) - Yahoo Inc (>> Yahoo! Inc.) said on Friday it agreed to buy fashion start-up Polyvore to help drive traffic and strengthen its mobile and social offerings.

(Reuters) - Yahoo Inc (>> Yahoo! Inc.) said on Friday it agreed to buy fashion start-up Polyvore to help drive traffic and strengthen its mobile and social offerings.

Yahoo, which did not disclose terms of the deal, said Polyvore will accelerate its 'Mavens' growth strategy.

The company has been focusing on four areas — mobile, video, native advertising and social — which it calls Mavens, to drive user engagement and ad sales as it battles intense competition from Google Inc (>> Google Inc) and Facebook Inc (>> Facebook Inc).

Revenue from Mavens made up about one-third of the company's total revenue in the quarter ended June 30.